24Sep

#EvaluatePR Takeaway- September Edition

Missed the #EvaluatePR September Edition?

Find the recap below.

Guests:

Johna Burke – @gojohnab

Tosin Adefeko– @ToshAT3

Yomi Olaniwun – @mistalahz

 

Q1: Can we meet you professionally (name, profession and company)? #EvaluatePR

@gojohnab

A1 Johna Burke, Monday I’ll be the #AMEC Global Managing Director leading the global media measurement & evaluation community #EvaluatePR

@BCaldwellUIS

A1: Ben Caldwell, Global Solutions Manager, Universal Information Services (media monitoring, intelligence, and PR analysis). #EvaluatePR

@ToshAT3

A1: Hi Tosin Adefeko here. Communications and Events consultant. Managing Partner AT3 Resources Nigeria #evaluatepr

Hello All…my name is Tosin Adefeko Communications and Events Consultant. Managing Partner AT3 Resources Limited…we are PR, Events & Media strategists.

@mistalahz

A1: My name is Yomi Olaniwun, founder of Bold Brand Buzz, a brand management + digital marketing agency. I have been in Marketing Communications for close to 12yrs. I have worked with some of the iconic brands like Guinness, Johnnie Walker, Baileys. Lover of advertising #EvaluatePR

@SUBIAVRIL

Hi, my name is Subi Joy I am a Human Resource manager and a freelance document writer KRAKS Media Limited (HRM) Document lover (freelance writer) #EvaluatePR

Q2: What do you think is the major limitation of PR Measurement in some organisations? #EvaluatePR

@gojohnab

A2 Feeling that they are ‘behind’ and not sure where/how to start an effective measurement & evaluation program. #EvaluatePR 1/2

@philipodiakose

Part of the challenges in the market we operate. But continuous education like the #EvaluatePR is beginning to change the numbers #EvaluatePR

@gojohnab

Good news for those. #AMEC will launch M3 in November to remove concern, show their status and provide path forward for such concerns #evaluatepr 2/2

@ToshAT3

A2. In my opinion, in PR we often talk a lot about strategy, tools and trends. We do not give enough attention to measurement and that has turned out to be our biggest limitation. #evaluatepr

@philipodiakose

I can’t agree more. Glad we have similar view #EvaluatePR

@ToshAT3

A2. I guess the admonition to practitioners to ensure set clear and smart objectives from the get-go with a clear baseline is helping the conversation on measuring outcomes rather than just output. #evaluatepr

@BCaldwellUIS

A2 I feel that a major limitation for some is not monitoring all forms of media. Broadcast, online, traditional print, and social must all be monitored and measured to provide a true picture of communications efforts. #EvaluatePR

@gojohnab

Agree. Omitting any channel can cause a blind spot for an organization, very dangerous. #evaluatepr

@mistalahz

A2: 1/2The major limitation is the unending availability of relevant information without credible sources. They are cheaply available and are highly misleading.

A2: 2/2 Quality tools to be used for measurement are mostly not accommodated in budgets. #EvaluatePR

@gojohnab

#evaluatepr AND program correlation tied to overall success will help increase access to budget.

@Lyma1505

A2: One of the great limitation noticed overtime is that some #PR executives “feared being measured” but preferred to ‘fly by the seat of their pants’ and use their ‘gut feeling’ rather than scientific procedures to solve PR problems. #EvaluatePR

A2/2: Individuals trained in PR are mostly involved in public relation campaigns measurement today unlike it should be done by persons trained in research methods and techniques #EvaluatePR

@gojohnab

There will always be data specialists, but we all must be data conversant to understand the path set before us BY the data. #Evaluatepr

A2/3: No distractions. @Forbes hits the nail on the head in the article Print is Dead? Not So Fast; “The saturation of digital pop-ups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough to make people wary of clicking”. #EvaluatePR

@philipodiakose

A2: The over-reliance on AVE as a tool of #PRevaluation which does not measure all the components of a PR campaign and only focuses on publicity whilst ignoring other aspects of PR campaigns is a big limitation. #EvaluatePR

@UcheDuru35

A2. Knowing the metrics to measure and pulling out the data accurately from the enormous pool of data available is a major limitation of PR Measurement in some organisations. #EvaluatePR

@ehikay

A2: I think their major limitation is the inability to pay as much close attention to competitors. #EvaluatePR

@flynesdharme

A2: In my opinion, the major limitation would be the, lack of appropriate education avenues, inability to know what metrics to be considered for measuring and how to even handle data gathered for analysis, non-directed objectives. #EvaluatePR

@BCaldwellUIS

Totally agree. PR pros are usually not measurement pros. It’s good to partner with a measurement firm and outlines your objectives to them so they can provide accurate analysis.

@Steezy_amah

A2: One of the limitations is focused on a particular news Media, thereby not making measurement balanced #EvaluatePR

Q3: Is Print media dead? Give reason(s) for your answer #EvaluatePR

@mistalahz

Print media is not dead. The eyeballs have just reduced drastically as there’s an alternative in the form online platforms that serve the same purpose and it’s very accessible & comparatively cheaper to consume.

@ToshAT3

A3. In a world of fake news print media is more trusted. If print media is dead why do many Corps still want to be on the front page! #evaluatepr

@Lyma1505

Beautiful truth that people do not like to tell. #EvaluatePR

@ToshAT3

We should all by now be tired of these dead or alive proclamations. All mediums are viable depending on the objectives of your communication. #evaluatepr

@gojohnab

#Evaluatepr Agree! Each organization has unique needs and unique consumer profiles making different data more important based on their market.

@BCaldwellUIS

A3 I wouldn’t say it’s “dead”, but I do see a lot of it going that way. It seems daily that another traditional newspaper is cutting staff, shuttering its offices, or simply reducing how many days they print. 1/2

I think a major factor is that the “newer generation” prefers to get their news faster and online – even from Facebook or Twitter. As the “baby boomer” generation becomes a thing of the past, this will get worse. 2/2

@ehikay

A3: Print media is not dead. It is still widely read by many of the older audience. *It still enjoys a good amount of patronage in climes such as ours. *It is here to stay. #EvaluatePR

A3: No, it is not. It is still much relevant in climes such as ours. *It is still the go-to media outlet for the older audience. *Traditional media is also evolving.

@flynesdharme

A3: NO. Print media can’t die, AVE we know is dead. Information will be preserved in all ways and traditional ways of circulating information could be archaic but can’t go into extinction. There is understanding of preservation room for improvement. #EvaluatePR

@UcheDuru35

A3. While the online media seems to be taking much of people’s attention, especially for millennials, the Print media is surely not dead. The increase in the number of print publications and coverage areas is proof of this. Print media will be here for a long time. #EvaluatePR

@gojohnab

A VERY positive indicator for print is quality of coverage, more related to regions, shows improvement and higher rating from consumers. #evaluatepr

@Steezy_amah

A3:1/2 Print media is not dead It; is much easier to read and navigate a printed product than it is to navigate a website. Are you sure you clicked the right tab and read everything relevant on that website? With printed products you only have so much material to read#EvaluatePR

2/2 running out of data on your device will not affect your ability to do so. #EvaluatePR

@kenadejumoh

For proliferation of social media & the marketplace dominated by millennial, it is easy to think that print media is dead but the truth is that it is still relevant and there are people (old & millennial) who pay greater attention to print media for authentic news #EvaluatePR

@Lyma1505

Obvious truth Ken #EvaluatePR

A3: PrintMediaIsNotDead – As much as the trends are #digital , people will always come back to things that they can touch, see, feel, experience and own. #EvaluatePR

@ToshAT3

A3… Can’t agree more. All mediums are viable depending on the objectives of the communications. Print media has authority not held by other channels #evaluatepr

@BCaldwellUIS

That’s a good take, and I truly hope you are correct. Print media has been a mainstay for the world for many centuries from town newsletters to major publications. Let’s hope it stays that way. #EvaluatePR

@philipodiakose

A3: Print media is not Dead. @HubCast discovered that “88% of respondents indicated that they understood, retained or used information better when they read print on paper, compared to lower percentages (64% and less) when reading on electronic devices.” #EvaluatePR

@ToshAT3

Moreover in a world of fake news print media is the more trusted medium. And in my experience managing many global corps everyone still wants ‘front page news’

@BCaldwellUIS

Check out @philipodiakose‘s comment here as investigated by Hubcast. If you have a media presence and aren’t monitoring print media – you should be. #EvaluatePR

@philipodiakose

A2/3: On a final note… #Printmedia is seen as more credible than #Digitalmedia . This does not mean that print is better than digital; it just means that it is most definitely not obsolete. I would advise a joint print and digital approach to marketing. #EvaluatePR

@ToshAT3

A3. In a world of fake news print media is more trusted. If print media is dead why do many Corps still want to be on the front page! #evaluatepr

@Lyma1505

Beautiful truth that people do not like to tell. #EvaluatePR

Q4: It is common knowledge that digital media aids PR campaigns for brands, what can be identified as limitations of digital media? #EvaluatePR

@ToshAT3

A4. Limitation in access to data due to affordability and or rural habitation obviously reduces the efficacy of digital campaigns to that demography. Also ‘noise’…comms must be outstanding to command any attention. And of course almighty “fake news”. #evaluatepr

@gojohnab

A4 Digital allows fast access to information, but ‘dark data’ is a BIG limitation of digital. As privacy continues to change this will become a larger issue for PR pros trying to gain insights. #EvaluatePR

A4 just because it can be charted does not mean it is relevant to your overarching objectives. Only with a clear understanding of impact can you evaluate value #evaluatepr

@flynesdharme

“Dark Data”- clarity, please? #EvaluatePR

@gojohnab

#evaluatepr Dark data is that which does not have an API and is unavailable for aggregation into your overall metrics. Leaving you blind to other nuance & impact.

#evaluatepr  https://t.co/0vFDWdhDDK

@flynesdharme

Thank you for the insight, ma’am. #EvaluatePR

@Lyma1505

Thanks for sharing. Will read through after the event, I don’t want to miss any point–smile #EvaluatePR

@mistalahz

A4: Limitations exist & here are some: (1) ability for competition to spin your story against you and get the consumers to believe it. (2) Communication materials are not vetted therefore unverified information can fly. (3) Consumers have the power to put you in ‘reactionary’ mode

@philipodiakose

A4: Key limitations are high number of fans does not equal success, Videos are sexy but their impact is hard to measure, Protection of user’s privacy limits data collection, It takes good analysis on the part of marketers to trace a link between ROI and social media #EvaluatePR

A4/2: Another Limitation of #Digitalmedia is -We can manipulate the news more easily, and can spread rumors #FakeNews #EvaluatePR

@ehikay

A4: Some of the limitations are: 1. Widespread of fake news. 2. Lack of regulation is also a major problem. 3. Large fan base does not necessarily translate to success. #EvaluatePR

@Lyma1505

A4/1: #TheTruth – We spend a lot of our time on digital media which affects our health especially our eyes #EvaluatePR

A4/2. Another troubled limitation is that we loose our social skills because we deal with people mostimes online #EvaluatePR #BitterTruth

@UcheDuru35

A4. For African countries, and Nigeria especially, a major limitation of digital media is the inability to reach individuals who are not digitally inclined with PR campaigns. This includes, largely, the aged and uneducated, and people who live in remote areas. #EvaluatePR

@flynesdharme

A4: As much as digital media helps the growth of a brand, it could also mar a brand. This spans on to fake news, rumours and cheap publicity. Manipulation of mentions. Lack of authenticity. Limitation of reach (target audience) #EvaluatePR

@Steezy_amah

A4: We lose our social skills because we deal with other people on line#EvaluatePR

Q5: Kindly share your favorite quote on Measurement & Evaluation #EvaluatePR

@gojohnab

A5 #EvaluatePR Avoid ‘brothel’ metrics. Metrics that are ‘fast, cheap & easy’ usually aren’t meaningful to BIG picture for C-suite or best to define your program success. Success MUST tie to business objectives in a meaningful way.

@ToshAT3

‘Communication is an outcome, not an output. Communication is achieved when an audience receives, understands, retains and acts on information in some way’ Measurement is crucial to this process #evaluatepr

@mistalahz

“Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted” Albert Einstein

@BCaldwellUIS

A5 “In all human affairs there are efforts, and there are results, and the strength of the effort is the measure of the result” – James Allen #EvaluatePR

@ehikay

A5: “Whatever the measurement system is, it needs to be consistent, repeatable, and as unbiased as possible.” ― Pearl Zhu #EvaluatePR

@Lyma1505

A5: Pick the right Metrics, you become what you Measure, so make sure your Metrics reflect your goal. #EvaluatePR

@UcheDuru35

A5. If you cannot measure it, you cannot improve it. – Lord Kelvin  #EvaluatePR

@philipodiakose

A5: “Continuous PR measurement and performance evaluation, helps your marketing communications team develop the kind of PR success your competitors envy #EvaluatePR

@Steezy_amah

A5 “My advice would be to measure, measure, measure. Obviously a final deep dive is absolutely critical for any campaign but to measure throughout the process, to be able to optimise your campaign in real time, is really important.” #EvaluatePR

Q6: Your advice to PR pros that do not #EvaluatePR

@ToshAT3

A6. Accountability and measurability are key principles of any endeavor and PR should not be left out. ROI must be delivered to all stakeholders so Measure and #evaluatepr

@gojohnab

A6 Understand how your organization makes & spends money and identify ways to correlate your efforts and contribute to defined success. #EvaluatePR

@ehikay

A6: Don’t fear measurement, embrace it. Understand it, use it and watch the inflow of success to your organization. #EvaluatePR

@BCaldwellUIS

A6 “Just Do It” #Nike #EvaluatePR

@philipodiakose

A6: In order to be impactful, PR executives need to plan & measure their brand & marketing communications in a truly integrated manner #EvaluatePR

@Lyma1505

A6: PR agencies must show the impact of their work on client’s business to prove the value of strategic communications #EvaluatePR

 

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